Culturelle - Ideation for TVC series, pre-production art direction, and execution for storyboard.
Culturelle is a leading probiotic brand focused on supporting the digestive and immune health of families worldwide.
Culturelle wanted to reach health conscious Korean Millennials and Gen X consumers with kids. They may not have tried a probiotic before, but now more than ever, they are looking for new ways to keep themselves and their families healthy. To connect to the Korean audience, we introduced reality celebrity Sia and her well-known daughter Seowoo to promote the LGG probiotic through video across the country.
They represented everything that young families wanted to emulate – a beautiful mother-daughter duo who prioritizes each other’s well-being. The audience saw the pair attend to each other’s health using everyday relatable events and reminding one another of the importance of their health by ending with a recommendation – Culturelle’s probiotic, to help keep your immune system strong. We did not rewrite Culturelle’s global concept; rather, we made cultural adaptations.
